"If [customers] see you on different channels, let's say once it's print, once it's a store, once it's online, once it's a friend, they believe the brand is more real," Faloni said. "It increases the likelihood that they're going to buy."
His hunch was right: Luca Faloni ended 2023 with 53 percent year-over-year sales growth and broke even on the basis of earnings before interest, taxes, depreciation and amortisation, propelled in part by these non-digital ads.
Now, however, the tide is turning. The costs to advertise on Meta decreased 22 percent last year versus 2022, according to estimates from marketing strategy and services firm Belardi Wong.
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